Zynga, Enrique Iglesias Team on CityVille Integration
The social gaming giant will promote the singer's "Euphoria" tour and allow its players to collect special items and interact with his avatar.
NEW YORK -- Social gaming giant Zynga will launch a partnership with music star Enrique Iglesias in its biggest game, CityVille.
The deal, financial details of which weren't disclosed, marks the first time that Zynga is bringing a celebrity to CityVille, the biggest game on Facebook with 71 million-plus players per month, according to appdata.com.
Zynga, which previously filed for an initial public offering, has over 232 million people that play its games on Facebook each month.
Beginning Tuesday and running through Oct. 10, CityVille players will be able to interact with Iglesias’ avatar, collect special items, build an arena in the game and get a first look at an exclusive video as part of an integration designed to celebrate his “Euphoria” tour, which kicked off this week in Boston.
The week-long integration is also the latest Zynga entertainment deal as it has focused on bringing music and film content to its players and in return allowing entertainment brands to reach its users.
For example, earlier this month, Zynga announced that Indiana Jones would come to its Adventure World under a deal with Lucasfilm.
In May, Lady Gaga partnered with Zynga to bring her fans “GagaVille,” a themed farm in the FarmVille game tied to the release of album “Born This Way.”
And last year, Dr. Dre did an integration with Mafia Wars with a “Hustlin’ with Dre” feature, while DreamWorks Animation promoted the theatrical launch of Megamind.
"This gives our players and his fans a new way to interact with him and the game and continues to allow players to build the city of their dreams," said Scott Koenigsberg, director of business strategy for CityVille. "We have a very large international player base, so we wanted to work with an entertainer who has broad appeal across the world. It's a very good fit."
The Iglesias partnership means that CityVille players over level six will be greeted by the singer's avatar, marking the first time players can interact with an artist in the game as part of core game-play. They can click on the character to enjoy witty comments from him.
Players can also get rewards that reflect the singer’s lifestyle, style and hobbies, such as his trademark brown boots, leather bracelet, military cap and a two-seater plane to celebrate his love of flying. Rewards also include an Iglesias- themed speedboat and Miami high-rise that players can place in their city. Players can also build a virtual Euphoria Arena in their city to unlock a preview of upcoming music video “I Like How it Feels” featuring Pitbull and The WAV.s.